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Artificial intelligence is a way that machines can be built to think and respond like a human. It is revolutionizing digital marketing now and will continue to do so in the coming years.
So why should marketers pay attention? First, AI increasingly impacts daily life. Think of Netflix recommending what you should watch next, Amazon recommending something else you might enjoy buying, Gmail finishing your sentences or Google Maps finding a new route based on traffic conditions or accidents.
Second, marketing jobs will be significantly changed by artificial intelligence. In a few years, the results of AI will transcend what marketers are currently able to achieve, so getting on board now means you’ll be way ahead of competitors who are afraid to explore AI marketing. In the overloaded, hyper-competitive and often disingenuous online space, it is imperative to find new ways to do better and more genuine marketing, and AI can help get you there.
Here are four ways AI is making digital marketing more effective and efficient:
1. Predictive Customer Behavior
Your data is the best way to understand what your customer is doing. AI can help predict what your customer will do next and enable you to track drop-offs or places in the customer journey that confuse people. In simplest terms, it helps predict that if a certain experience occurs, a customer will behave in a certain way. This kind of analysis can help you identify people who are most likely to convert and drive desired marketing outcomes.
2. Personalized Experiences
By analyzing data pertaining to location, device, past interaction, demographics, etc., AI can automate e-mail marketing, push notifications and other content to prospects based on current engagement with your business.
When your content is relevant to the user, they are more likely to convert and become recurring customers that are brand-loyal. Artificial intelligence can significantly help with this through its ability to collect data and decide which content is the most applicable.
Personalized marketing is often difficult because it is hard to collect the user data and then come to the right conclusions based on that data. AI helps solve this problem by matching the right content to the right person at the right time. With this level of personalization, organizations will likely be more profitable.
3. Real-time Customer Engagement
Figuring out how to provide a quick response to a question or resolution of a problem is crucial for businesses. One way to do this is through implementing AI technology in the form of a chatbot. Chatbots can appear human and can answer basic questions place orders, and so on. Since they are available at all times, they provide a way to be attentive to customer needs even when a human cannot be present. This creates a higher sense of satisfaction in the customer and a higher likelihood they will continue patronizing your business over a competitor’s.
4. Content Creation and Curation
Based on your data, AI can create reports, news or other content that can help get people to your site or provide them with optimized content once they are there. It also helps to keep content fresh and relevant because it’s based on constantly evolving user data. This prevents the normal rehashing of content that occurs when a content creator is just trying to keep the pipeline filled.
Digital marketers need to be aware of how AI will impact marketing in coming years. As AI options continue to expand, digital marketing will likely become more efficient and effective. Interested in learning more or have questions we can help you answer? Connect with us.
Want to know more about what AI is? Read our blog post 8 Basic Terms AI Marketers Should Know.